Fashion Industry Puts On Its Game Face

Law360, New York (October 17, 2012, 2:14 PM EDT) -- As fashion houses are presented with the ever-challenging goal of achieving and maintaining brand recognition, many are now attempting to engage consumers in both the real and virtual worlds. Gaming represents one nontraditional avenue that has undergone recent growth, as brands find value in connecting with existing and potential consumers through interactive online means.

Members of the fashion industry have historically utilized videogames as a way to reach consumers. Some successful fashion and videogame partnerships have included H&M and Maxis in connection with The Sims 2, Charlotte Ronson's fall 2009 feature in Nintendo's Style Savvy, and Xbox's collaboration with certain brands,...

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